The code part of your website that search engines read. ROI measures the performance and the efficiency of your investment compared with other investments. (e.g: signing up to your service or mailing list or buying your product). Shown beneath a website with links to internal pages. Key Performance Indicator. Paid Search/Pay Per Click (PPC) Marketing Terms, Search Engine Optimization (SEO) Marketing Terms, Web Design and Development Marketing Terms, 14285 Midway Rd Suite 475 Addison, TX 75001. A type of programmatic advertising that enables bidding for individual ad impressions, which makes it more focused than bulk ad buying. Google Shopping Ads that include product information such as price, image, and product description. Words at the beginning of your title are more highly weighted than words at the end. Taking Google Tag Manager (GTM) to the Next Level with Server Side Tagging, Digital Marketing Resources to Help Small and Medium Businesses Weather COVID-19, Marketing Trends and Effects from COVID-19 (Coronavirus). If you’re conducting customer surveys and you’re interested in customer satisfaction, NPS is a handy metric. The ability to remove a post from the public feed, but still have it saved on the social media platform. A type of audience specifically on Pinterest that is similar in behavior to an existing audience. A website designed to shrink and scale down to give tablet and mobile users the same experience as desktop users. The estimation of how often your ad didn’t show due to budget restraints. Delicious.com) let users share websites they like with each other. One element of how a search engine determines where to rank a certain page, such as the number of inbound links to a page or the contents of the title tag on that page. Tracking pixels help inform advertisers on their site engagement by providing insight into where users are coming from (i.e. Each reload of the webpage by the same visitor counts as a new page view. A Soft Bounce is a term used in email marketing to notify a sender that their email was delivered to the recipient(s), but ‘soft bounced’ back. The advertiser with the highest ad rank will be placed in the top position followed by the ad with the second highest ad rank and so forth. A metric calculated based on minimum amount of time the video is watched. headers, links). Drip campaigns or drip emails are usually used here. It will also pick up plurals and spelling mistakes, so ‘womens shoes’ would also show ads for ‘women shoes’. In the case of call extensions, this additional information is your business phone number. This text is often presented in a larger and stronger font than other text on the page. When your ad loads and displays for a user, it counts as one impression. The amount of times an ad is shown to a user within the Google Display Network. UTM parameters are simply tags that you add to a URL. Software suites & tech tools used by marketers to drive more marketing impact usually fall under the martech umbrella. Special code you can add to your HTML to help search engines understand the language on a page and show it to users using matching browser languages or based on IP address region. CTR is simply the percentage of people that saw your ad and felt compelled enough to click it. Conversion rate. Contrary to ROI (Return On Investment), ROAS is only operating with the money spent on advertising, cutting down all the other costs in the investment (marketers’ salaries, etc.). The percentage of relevant searches an advertiser’s ad is able to appear in vs. the amount of times those ads actually appear. Follow. The value amount (typically revenue) of all conversions divided by the total number of conversions. The number of people who have seen your ad at least once. Is a lead nurturing method that uses automated tailored content & triggers that are ‘dripped’ at a specific time with the goal of driving a desired action (e.g: a sale). When you’re handling many digital files on a daily basis, DAM may come in handy. Sitelink extensions take people to specific pages on your site. A part of your website where you should regularly publish content (i.e. Retweets, replies, and favorites are specific to Twitter. Typically paid ads will have a “promoted” or “sponsored” tag next to the result. Promotions can be a percentage or an amount off the regular price of a product or service. Actively removing audiences (typically CRM or pixel based) from marketing campaigns. A tweet that stays at the top of a user’s Twitter feed. If you want to track beyond revenue and conversion metrics, keep an eye on Event Tracking. When people click on the ad they can call you directly, rather than clicking through to your website. Having links to your site in social bookmarking sites is a sign to crawlers that your website content is interesting to people. The model Paid Search uses for the amount an advertiser owes a Search Engine for each click on a paid ad. As the digital sphere becomes more saturated, consumers are pickier with the content that they interact with. Top 10 Digital Marketing Transformation Buzzwords for 2020 1. Adam Brummitt. A KPI is a type of performance measurement used to demonstrate how effectively a marketing project, company, or employee is achieving key business objectives. The pages of your website that are stored by search engines. A Tweet that has been reposted by another user and shared to their network. A feature that allows advertisers to place a limit on the number of times an ad is shown to a user within the Google Display Network. Microsoft’s ad offering that enables customers to bid on keywords searched for in the Search Engine Results Page of Bing, Yahoo, or AOL and show ads for those searches within the results. The percentage rate gathering the online audiences that followed and completed the campaign action that you wanted. Video content that is served over the traditional closed television system. A video view of 2 seconds or more or a swipe up on the ad, A video view of 2 seconds or more (does not include swipe ups), A video view of 2 seconds or more where at least 50% of the video is in view. Targeting users that are interested in an event that appears on Twitter’s event calendar. Messages at this stage usually include a product offer, a product demo, a free consultation, etc. The percentage of eligible impressions that your ads receive. This type of ad lives on the brand’s page even after the budget caps out. A tool provided by Google within the Google Ads interface that helps users find and plan which keywords to target with their advertising campaigns. When a marketer tracks and analyzes what people are saying about their brand on social media. Omnichannel Marketing is a cross-channel marketing strategy that focuses on delivering unified experiences - regardless of the touchpoints or devices your customers are using. Social Media Marketing is the usage of social media platforms to deliver messages to audiences across both organic and / or paid mediums in order to achieve your branding and marketing goals. URLs are what we use in the address bar of our browser to tell our browser where to get the information we want (like a specific website). (i.e. SEA means that you are buying the top spots in a search engine’s result page. A search campaign that allows you to target users that have previously visited your site using remarketing lists. Creatives, Copy, Videos) that was created by a third party for hire. Insights-driven marketing. A page on a website that lists out all the pages on the site in their hierarchy as links. In email marketing, hard bounces are simply emails that were not delivered. Read this article for a beginner’s guide to digital marketing terminology. Remarketing or retargeting lists are most commonly built via pixels or CRM lists uploaded to platforms. A list of people that typically includes information such as, name, phone number, or email etc. 55 Key Marketing Terms You Should Know in 2020 55 Marketing Terms You Should Know in 2020. These results are under or besides the “sponsored ads” that show within the search results page. For many companies, this is a crucial stage of their sales and marketing strategy, Lead nurturing is a process used in inbound marketing for pushi g leads further in the buying lifecycle by targeting them with contextually-relevant content. When someone clicks on a URL with UTM parameters, those tags are sent back to your Google Analytics for tracking purposes. If your conversion rate is not impressive, then it is time to take action and employ conversion rate optimization methods. When a user uses the “@” before a username to directly address or tag an account in a public post. You’re in luck! A group of users whose attributes make up the ideal customer to target within a campaign given the campaign goals. A special document created by a webmaster or a piece of software that provides a map of all the pages on a website to make it easier for a search engine to index that website. A typical example of suppression is removing current customers from prospecting campaigns. The results that show “organically” or without payment within Search Engines when a user submits a query. Small businesses should consider targeting long tail keywords, as they are lower difficulty and often have more qualified searchers. These are used by servers to provide information about the status of a webpage. It is similar to CPC (Cost Per Click) and CPA (Cost Per Action). Network of websites and apps that social media platforms run ads on. In digital marketing, a Qualified Lead is a term used to describe a lead that has shown interest in your brand and is likely to become a new customer based on a specific set of qualification criteria. www.yoursite.com). Influencers who have a smaller following of 1k-10k followers. This keyword would trigger your ads if a user searched for this phrase in any order, and with synonyms too (i.e. A website is the centerpiece of all digital marketing activities. the keyword ‘womens shoes’ matches to ‘cheap womens shoes’, ‘womens blue shoes’ or ‘ladies shoes’). Personalized content, whether through email lists, … A minimum viable product is a term mostly used in sofware to describe the most basic version of a product that can carry out its desired function. Parameters used in Tracking Templates can be used for reporting or customizing the user experience on your website. This is an upper-funnel campaign objective with the goal of serving your ads to as many unique users as possible. Having too many ads above the fold can be seen as a negative issue, too. … The canonical URL is the best address on which a user can find a piece of information. Conversions are based on the overall goals of the brand or client. It is beneficial for companies in the sense that they don’t have to invest in new hardware and software, they can use a third-party solution by paying a subscription fee. This is when you check your ROAS - a calculation of the results (purchases, downloads, page views, etc.) Allows you to include a link to your app on Google Play and the Apple App Store. Search engines often have difficulty reading content that is inside of Javascript, but they are getting better at it over time. Read this article for a beginner’s guide to digital marketing terminology. After you start using AdWords, you want to see if your advertising is making an impact. 90% of customers want to have conversations with brands (Twilio). Common KPIs are cost reduction, revenue improvement, or increased customer satisfaction. In the official Intigress Digital Marketing Glossary, we’ve defined over 170 useful digital marketing terms in order to help you understand both search engine optimization and digital advertising topics. The amount a marketer wants to spend per day on a specific audience or campaign initiative. divided by the budget spent on advertising. Keep your HTML as clean as possible so that search engines read your site easily and often. Highly valuable reports that contain detailed information about your keywords and how well they are performing against users’ search terms. By classifying the data, you are attributing them specific characteristics and creating a relationship between a variable (campaign’s source, medium, keyword, etc.) If you want to improve your marketing efforts, A/B testing may come in handy. In the context of marketing, personalization is a popular practice that enables you to tailor user experiences by delivering personalized content to specific users based on behavior and context. https -//subdomain.example.com), The part of your website URL after your domain (i.e. Ad servers are automated servers that help you request, bid on, and place your ads on websites, as well as monitor the progress of each campaign. Find out how to optimize CR from Moz. Unlike organic search results, advertisers have to pay the search engines for their ad listings to show. Allows advertisers to show ads to users who have been on your site, but did not complete a conversion action. The number of unique users reached within a certain period by a campaign. Allows one to track a user’s actions after viewing or engaging with an ad. A video view that was played to completion, or at least for 15 seconds. Engagement metrics vary by platform and can be made up of likes, shares, clicks, comments, and video views on Facebook, Instagram, and TikTok. Smart Bidding is a subset of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction – a feature known as “auction-time bidding”. Each item becomes clickable and sends people through to the relevant page on your website. Google AdWords is an online advertising service made by Google where customers can create and manage ads within the Google universe (on Google Search, Display, YouTube, etc.). SAINT allows users (advertisers) to upload customized metadata within the Site Catalyst, analyze, and process them. Anything below the fold can be scrolled to, but isn’t seen right away. Common reasons are a full inbox, a heavy email. Meta titles should contain keywords related to the topic of the page. Lets you choose how you want to pay for people engaging with your ads. Feature that allows you to adjust your ads to only run during the most profitable hours or times of day. “sign-up”, “buy now”, “call now”, “subscribe”, “learn more”, and “install now”). This is often displayed on search engine results pages below the page title as a sample of the content on the page. +womens +shoes matching to ‘womens training shoes’ or ‘shoes for womens running’). The percentage of times a click turned into a conversion relative to total number of clicks. It typically has 10 results on it, but this may vary depending on the query and search engine in question. Anchor text helps search engines understand what the destination page is about; it describes what you will see if you click through. Ideas that people can create and add to their Pinterest Board. Bid strategies for search campaigns include target search page location, target CPA (Cost Per Acquisition), target ROAS (Return On Advertising Spend), target outranking share, maximize clicks, maximize conversions, enhanced CPC and manual CPC. A CTR shows you that. Dashboards and infographics are common examples of visualizations. What You See Is What You Get, pronounced “wizzy-wig”, this is a type of CMS content editor where the user can see the styles live as they would appear on the published website. Have you noticed the little yellow boxes that say “ad” next to the top links in a search query? It is calculated by the quantity of links to your site, the quality of those links, and the quantity and quality of those links. Compared to traditional online advertising, it’s usually done through word of mouth. time on site, bounce rate, if they add to cart or purchase) and build targeting audiences based on site engagement. An upper-funnel social media objective that is used to serve impressions as efficiently as possible. While organic, or unpaid tactics can include social listening and content creation tailored to a specific audience, paid tactics can drastically increase reach and scale your campaigns toward a variety of targeted audience segments in order to achieve a desired outcome. There are two description lines available to show within each search result. They enable you to turn your account into visual stores with the help of product tags. Ads that include rich product information, such as a product image, price, and merchant name. Examples include Amazon Fire TV, Apple TV, Roku and more. If you do not have space or resources to build your own computing infrastructure, then cloud computing is for you! Collecting contact information helps you follow up with these leads. It allows its users to store, manage, and transfer data using host servers. Recorded each time a visitor views a page on a website. Are you longing for that top result in most search engines? RSS stands for ‘really simple syndication.’ It is a subscription-based way to get updates on new content from a web source. In other words, bounce rate is the percentage of visitors that have landed on your website but have not stayed long enough or clicked on other pages. There are regular sitelinks (usually 2-6 links in 2 columns with short descriptions) and mini sitelinks (single row of links). To add more links to your ads, you can create sitelink extensions. 5G. We know that there are a near-infinite number of terms and phrases in the expanding field of digital marketing and trying to understand all of them can be quite overwhelming. Think of a survey tool or an interactive infographic that captures your attention right from the start. In marketing, TOFU stands for the first stage of the buying funnel. Put as much layout-related code as possible in your CSS instead of your HTML. You can count your CTR score as follows by dividing the total number of Clicks to the total number of Impressions. Search engines place some priority on content above the fold, since it will be seen right away by new visitors. This is the metric that comes in handy when you want to find out how many customers your business retains and at what value. At the beginning of 2018, Google announced the merge of DoubleClick and Google Analytics 360 Suite into a new Google Marketing Platform and Google Ad Manager. The average number of times your ad was served to a person. We break down some of the more specific terms by channel further down in this glossary for additional detail. Display ads are one of the oldest forms of online advertising and come in the form of banners in different sizes that are served to online audiences via display ad networks. To find out your churn rate, divide the number of customers you lose within a specific timeframe to the total number you had at the beginning of that period. or an email server that is temporarily down. Clicking on it will result in viewing other posts that have used the same word or phrase. The purpose of a cookie is to keep track of where the user is and help create customized web pages or save login info. that might cause data fragmentation. Ultimate Digital Marketing Terms and Metric Glossary in 2020 The main web address of your site (i.e. CRM. Additional directories where you can get your NAP info listed to help increase authority for your website. Shows a discount with your ads. have similar tools. Changes in technology mean new marketing … A 90 character line of text shown underneath the ads headlines. Unique tracking codes and automated validation without any spreadsheets, Unmatched campaign data automatically extracted & delivered anywhere, Your ultimate guide to the most used marketing terms from A to Z. At Smart Insights we're huge fans of using analytics and insight to drive … aspects, well-made SEO improves your chances of appearing among the first results in a search query on Google or other search engines. Simply put, Martech is a term used to describe the overlap between marketing and technology. Classifications (SAINT) are one of the enduring features of Site Catalyst (Adobe Analytics). When a resource does not exist it returns this error code. Then you have to polish your SEO game. The name you give your web page, which is seen at the top of your browser window and in the search results pages. Google, Bing, Yahoo, or AOL). Websites or Mobile Apps within the Google Display Network where your ads are shown. Digital Marketing can be an intimidating field to handle if you are a newbie. User interaction with an organic post or ad. If you’re an Ecommerce business and using Instagram, you’ll love Shoppable Posts. Details come from a linked Google My Business account which includes your locations listed on Google Maps. A tool that provides a time-based structure for campaign planning, assigning, creating, and delivering campaigns to the marketer’s target audience. An ad feature that allows advertisers to include additional information about their businesses and offering to their ads. With 450,000 average monthly searches on Google, HTTPS ranks first on our list of top DMT buzzwords. Recorded when a user clicks on an organic search result. (i.e. Callout extensions are similar to sitelinks, but without the links. Here’s an example: let’s say you have many people visiting your website. The amount a marketer wants to spend during the duration of the campaign. There are 3 headline fields; the first two are required and the third is optional. Google’s measurement of how relevant an advertiser’s ads are to what someone is interested in. A paid search ad type that dynamically adapts to show more text within the results. The number of times an ad or post was viewed after it was shared by a user. Voice search is an increasingly popular technology that allows users to search the web, a website or an app using a voice command. An established level of normalcy for future comparison (i.e. Because good CR is synonymous with a high number of conversions that in turn, reflects a good website and SoMe performance. A company that provides the rental of a domain name. The market for digital advertising space, run via computerized auctions that bring together both parties (advertisers and publishers) of the transaction. Using OTT services users don’t need to subscribe or pay a TV cable company to watch video content as most content is served via the internet. This can be done through different channels like email or social media. Since Google will only show one ad at a time from an advertiser, ad rotation determines which ad to display if there is more than one ad contained in an ad group. Any word or phrase that follows the “#” symbol. August 5, 2020 admin. Age, language, location and gender based targeting. This is calculated via total engagements / impressions. This is defined as a series of actions by which an anonymous website visitor becomes a known lead. We use cookies to ensure that we give you the best experience on our website. Because most users select the first options that are shown in search results, businesses pay to get their website linked at the top hoping that people will click their link. The part of an advertising message that encourages a user to take an action. A hidden duplicate of the current live website where testing and changes can take place to make sure everything functions correctly before putting it on the visible website. Another term for a television that has an ethernet connection or can connect to the internet wirelessly. Have you ever wondered about how many people actually see your ads and how many click them? Please don’t hesitate to get in contact for more information! The differences between platforms are below. It helps you find out how likely a customer would be to recommend, on a scale of 0-10, your product, service or company to somebody else. Promoted Tweet, Boosted Post etc). How many dollars a campaign earns for every dollar spent. 14 Digital Marketing Terms to Know in 2020. This is a type of performance-based marketing where a brand rewards affiliate partners for each website visitor or customer brought by the affiliate’s own advertising efforts. The percentage of single-page sessions in which there was no interaction with the page before the visitor leaves the page. Alt text also helps with screen readers. A form through which you collect information about your site visitor. Once an advertiser wins the auction, their ad shows within the search results. It is similar to CPC (Cost Per Click) and CPM (Cost Per Mile). A 1 x 1 pixel graphic that tracks various events on a webpage. Digital marketing is an umbrella term used to describe any type of online marketing including search engine optimization, PPC, social media marketing, and email marketing. Common keywords such as ‘software’ are more competitive, and very hard to rank high for them in search. Cost Per Mille (CPM), also called Cost Per Thousand (CPT), is used for a thousand impressions on one website. It is important for this information to be correct across the internet. This can be anything from a guide they have downloaded or a service they have signed up to. Interactive content is the type of online content that engages audiences in a certain activity. Even if you are entirely new to the digital marketing world, you have most likely heard about Google Analytics already. ROI = revenue / media cost or ROI = revenue / (media cost + additional fees or associated costs). A campaign that focuses on getting returning users to open or update your app. When a person clicks on the ad link on Facebook or Instagram and waits for the off-site landing page to fully load. Its clients include agencies, marketers, and publishers who serve businesses such as Microsoft, General Motors, Coca-Cola, L'Oréal, Apple, Visa, Nike, Carlsberg, and many others. It helps you target audiences with similar characteristics to existing ones. While this isn’t every term in the world of digital marketing, we hope this resource provides more clarity and knowledge into current and future business planning and development. Advanced coding for images to display different sized images based on the width of the screen viewing the page the image is on. A group of people you target your ads to. A 30 character line of text that shows above the description in a search ad. CMP is a group of products that can be used to manage and monitor cloud computing resources either in private, public, or multi-cloud models. Allows Facebook to use the campaign budget and distribute it automatically to the top performing ad sets. Digital Marketing is a field which is filled with abbreviations, acronyms and jargons. there is an average 7-day latency period between an email sign-up and a first purchase). Software that houses audience and campaign data from various information sources like publishers websites and apps on which advertisers buy advertising. Collaborating with a social media user that has a large following to increase brand awareness or to market your product. Also known as an Actalike audience on Pinterest. Google, Dropbox, Salesforce, MailChimp, Shopify - what do they have in common? This objective has the capability to auto-populate the user’s information in order to streamline the submission process. https -//example.com/subfolder). A friction describes any type of element that causes your website visitors or campaign to stop taking a desired action. Paid Search gives advertisers the ability to bid on keywords or phrases relevant to their business or consumers within Search Engines (like Google, Bing, and more) and show ads within those results. Do you remember those funny YouTube videos with tons of views and shares? The part of your code that defines how different elements of your site look (i.e. But knowing you should do something … Typical steps in your conversion path may be a call-to-action, a lead capturing form,a thank you page, etc. In digital marketing, ROI is often substituted for ROAS. A QR Code or Quick Response Code is a scannable barcode used to encode data such as text or an URL. Credit allocation can vary based on the type of interaction, impression vs. click, and the time between the touch point and final action. Google’s method for determining each ad’s position on a search engine results page. Quality Score is based on a range of factors, including click-through-rate, relevance and landing page experience. Ads that are meant to increase the number of followers on your promoted account. With a Lookalike Audience, you could easily advertise to people similar to your visitors. Here we take a closer look at the 20 Digital Marketing Terms,you should know in 2020. Impression Share can be lost due to budget and ad rank. 1.C.T.R. commentary on industry/company topics, descriptions of events, photos, videos, etc.). It enables marketers to target them with new ads that will make them more likely to convert . 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